Our strategy​

We want customers to choose our brands first and recipients to be delighted to receive our cards and gifts.

We invest in our brands and build trust in the quality of our products and service. This trust drives customer loyalty and supports growth in our customer base as recipients become customers in their own right, reinforcing a cycle of connection, loyalty and growth.

• Executed full-funnel marketing strategies at Moonpig in the UK and at Greetz, maintaining cost efficiency whilst expanding reach.
• Expanded the reminders ecosystem to 113m through expanded customer opt-in, broader occasion coverage, more personalised reminder journeys and the introduction of SMS reminders.
• Grown Moonpig Plus and Greetz Plus memberships to 1.2m, driving higher retention and repeat purchase behaviour.
• Successfully increased adoption of tracked delivery, which is now chosen for more than 40% of UK card-only orders, improving reliability and customer confidence.
• Progressed integration of Buyagift into the Moonpig brand architecture, laying the foundations for the launch of "Buyagift by Moonpig" and a refreshed visual identity in H1 FY27.

We help customers create more personal and meaningful cards and gifts, using technology to make every occasion feel unique.

From AI creativity tools to fully editable card designs, we enable customers to create cards that reflect their relationships and occasions in a way that is difficult to replicate offline. More personalised cards help to drive stronger customer engagement, higher purchase frequency and deeper customer loyalty.

• Expanded partnerships with trusted consumer brands including JoJo Maman Bébé, Next Flowers, Laura Ashley Flowers, Liz Earle and Soap & Glory, alongside new personalised card formats such as Create Your Own, supporting growth in gift attachment rate to 17.9%.
• Transitioned Greetz flower supply to the Group’s strategic partner, improving quality and unit economics.
• Extended the UK flower order cut-off to 11pm for next day delivery, increasing convenience for last-minute purchasers and strengthening our market-leading delivery proposition.
• Expanded gifting ranges across Ireland, Australia and the US, supporting 33% revenue growth across New Markets and increasing customer lifetime value.
• Repositioned the Experiences proposition around higher-demand categories and stronger branded partners, improving relevance for customers.

We harness our proprietary data to engage customers in a personalised and relevant way at key moments when they are ready to send a card or gift.

We hold 113m occasion reminders (30 April 2025: 101m) and train our recommendation algorithms across 374m cumulative transactions (30 April 2025: 337m)¹, helping customers find the most relevant cards and gifts for every occasion. As leaders in the online greeting card market, we capture nearly six times² more data than our closest competitor, strengthening our comparative advantage over time.

^{1. Cumulative transactions as at 30 April 2026. All-time for Moonpig, from 1 September 2018 (post-acquisition) to 30 April 2026 for Greetz and from 13 July 2022 (post-acquisition) to 30 April 2026 for Experiences.}

^{2. Source: OC&C October 2024. UK market share of 70%, compared to 12% for nearest competitor.}

• Expanded customer use of creative features including AI Stickers, Face Swap and Create Your Own cards, with more than half of all cards now including a personalised creative element.
• Rolled out dynamic card galleries that personalise card selection based on recipient details, improving relevance and supporting conversion.
• Enhanced search and product discovery through AI powered tagging and recommendation models, helping customers find more relevant cards and gifts.
• Simplified sign-in and registration through passwordless login, reducing friction and improving conversion.
• Expanded AI-enabled customer service, which now resolves around one third of customer contacts, improving speed, cost-to-serve and customer satisfaction.
• Invested in in-house fulfilment capabilities including giant card fabrication and automated parcel sortation, improving operational efficiency and enabling a broader range of delivery and upsell options to support average order value growth.